Paper

9051 words - 37 pages

N9-512-011
SEPTEMBER 6, 2011

THALES S. TEIXEIRA ALISON CAVERLY

Pepsi-Lipton Brisk
In September 2010, Mary Barnard and Marisol Tamaro returned to their offices at Pepsi Headquarters after a meeting with their new advertising agency, Mekanism. One month ago, Mekanism had been hired to work on the re-launch of Brisk Iced Tea, a brand that had had its glory days in the ‘90’s and then later had become stagnant. As of 2009, Brisk had a 10% market share in the fast growing ready-to-drink tea category, despite having virtually no advertising support. Mekanism presented four concepts created for a television commercial, one of which had to be chosen to be produced for the 2011 Super Bowl. But ...view middle of the document...

Pepsi + Lipton Partnership
In 1991, Unilever’s Thomas J. Lipton Company and PepsiCo formed a 50-50 joint-venture called the Pepsi Lipton Tea Partnership (PLP), for marketing and distributing ready-to-drink teas in North America. The partnership was extended twice, in 2003 and 2007, to include additional international markets under Pepsi Lipton International. The collaboration allowed Lipton to take advantage of PepsiCo’s strong presence in markets across the world and its well-developed bottling and distribution networks. In return, PepsiCo benefited from Lipton’s reputation as a health-conscious brand and was able to add tea to its beverage offerings to compete in the beverage market without making unnecessary investments in research and development. PLP’s tea brands included Lipton, the core brand, Lipton PureLeaf, and Lipton Brisk. From June 2009 to May 2010, these top three brands had $ 746 million in sales and an estimated $340 million in net revenues.

The Brisk Brand
Lipton Brisk Iced Tea, a ready-to-drink cold tea beverage, was launched in the mid-1990s by PLP. As of January 2010, the drink came in six flavors—Lemon, Tea+Lemonade,...

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